Citi Pursues 'Smart Banking' Branches

The bank has opened five new locations in key markets that it says will feature digital innovation and a wide array of services.

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Citi announced this week it is opening five new branches in key markets across the U.S. Citi says these are not just run-of-the-mill branches, but what the bank refers to as "smart banking" locations.

The branches, which will open in Miami, San Francisco, Los Angeles, Chicago and Philadelphia, will serves customers in multiple languages and offer retail, credit cards, small business, commercial banking, mortgage and personal wealth management, account opening and teller services.

"We put the customer at the center of everything we do and Citibank continues to invest in people, facilities and technology," said Cece Stewart, President, U.S. Consumer and Commercial Banking for Citi. "With Citi's expanded presence and capabilities in key markets, we are able to provide customers with the support they need to simplify the complexities of their financial lives.'"

Here's a closer look at what these new branches offer:

Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio

Would be interesting to drill into their overall multi-channel strategy, as they are also "rationalizing" (read: closing) branches & as we know investing significantly in mobile/digital. So what role does the branch play long-term for an organization such as Citi?